Duluth Trading Brand Standards

Art directing a brand refresh for an iconic brand like Duluth Trading Co involves carefully balancing innovation with heritage. Typography was refined for clarity in the digital space, and illustrations were reimagined to enhance storytelling, ensuring they still evoke the original brand essence. The challenge lied in preserving the distinctive elements that made the brand iconic, while refining them to resonate with today's audience and align with evolving brand values.

Creative Credits:
Art Direction: Lanea Martin
Design: Lindsay Castleman, Simone Shafer
Copy: Kaylen Leverentz, Barbara Walsh